Another year, another round of PETA’s “Great Ape Pledge” PSA campaign which aims to bring awareness of the plight of primates that suffer physical/psychological abuse at the hands of the entertainment industry. BBDO New York, which has taken the “Pledge” before with its nifty auto-correct effort from two years ago, joins forces with PETA once again for the spot above, which also features VO services from Oscar-winner Adrien Brody and VFX/production work from The Mill. If you stick around for the end, you’ll see that no real ape was used in the above PSA, which reemphasizes PETA’s whole purpose for launching “The Great Ape Pledge” in the first place.
Instead, the parties involved hammer home the message that primates shouldn’t be used as actors by creating a photo-real CG chimp that’s seemingly at its wit’s end. If the stark message touched a nerve or inspired you to pledge (it’s perhaps a bit more effective than auto-correct messaging), you can go here. Credits after the jump.
Chief Creative Officer: David Lubars
Executive Creative Director: Toygar Bazarkaya
ACD/Copywriter: Alessandro Fruscella
ACD/ Art Director: Daniel Aykurt
Group Executive Producer: Brian Mitchell
Senior Producer: Tara Leinwohl
Director Music Production: Rani Vaz
Production Company: Mill+
Director/Creative Director: Angus Kneale
Producer: Nic Barnes
Head of Content: Ian Bearce
Line Producer: Richard Schwab
Post Production: The Mill NY
Creative Director: Angus Kneale
VFX Supervisor: Vince Baertsoen
Head of Production: Sean Costelloe
Producer: Colin Blaney
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